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Strategic Planning's archives

I Want Viral and I Want It Now!

Posted by Ashley Walters in October 20th 2010  

That’s the dreaded phrase you never want to hear your clients say.

I attended a session at the PRSA 2010 International Conference called “Spin Gold, not Cotton Candy: Buzz Campaigns That Drive Business Results,” hosted by PainePR. Immediately they got my attention by throwing out terms like “buzzability,” “buzzed about” and many other words Webster’s dictionary won’t recognize. I have a natural affinity for word-of-mouth marketing, so this session really hit home for me. The panel shared what they believe to be the seven principles to creating a compelling word-of-mouth marketing campaign while relating the principles to recent, “buzz-worthy” campaigns.

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under: 2010 International Conference: Powering PRogress, Corporate Communications and Public Relations, PRSA Conferences, PRSA International Conference, Strategic Planning, Video
Tags: buzz+marketing, online+marketing+campaig, PRSA 2010 International Conference, viral+campaign, WOM+marketing, word+of+mouth+marketing
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Words That Get People to Do Things

Posted by Kaye Sweetser in October 18th 2010  

I could sum up today’s presentation on “Simplicity and Persuasion: Move Your Audience to Action” in the few words our presenter closed with:

Motivate the heart. Direct the mind. Simplify to persuade.

Mahmoud Arafa, president and creative director, Designframe USA, told us to simplify the message then present it in a way that elicits interest and taps into the “what’s in it for me” motivation. How do you move from belief to action? That doesn’t come with a single tactic. You must combine tactics and approaches.

Even so, remember simplicity. This is a bandwidth issue — the less words the better. Often simple becomes abstract. Move beyond this.

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under: 2010 International Conference: Powering PRogress, Corporate Communications and Public Relations, PRSA Conferences, PRSA International Conference, Strategic Planning
Tags: message, messaging, persuade, prsa+conference, public+relations, simplify+messaging
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Staying On-Brand With Social Communication

Posted by Dave Fletcher in October 15th 2010  

Several clients, friends, acquaintances and occasional enemies have come to me, seeking advice with getting into the social media game. While I would never decree myself a “soothsayer” or “wizard” in this particular arena (which is already overloaded with a substantially ravenous horde of “brainiacs” and “gurus”), I believe two obvious, yet critical, points allude many of these seekers — much like the wily Sasquatch of the Northwest woods. In order to succeed in the social media realm, you must have:

  1. Media (text, audio, video) that specifically appeals to the audience you are trying to reach;
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under: 2010 International Conference: Powering PRogress, Corporate Communications and Public Relations, Professional Development and Training, PRSA Conferences, PRSA International Conference, Social Media, Strategic Planning
Tags: brand+ambassador, dave+fletcher, prsa+conference, social+media, social+network
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Is Marketing Consuming PR as a Distinct Discipline? No – It’s Learning From It.

Posted by Kye Strance in October 6th 2010  

This month, Todd Defren opined on the PR-Squared blog that public relations, as a distinct discipline, no longer exists. Marketing, Defren argues, is now the “umbrella under which all other disciplines fall.”

Many PR and marketing professionals would agree.

“The gray line between marketing and PR is (rightfully) diminishing …,” wrote one communications professional in response to a Vocus survey on Integrated Communications earlier this year. “Overall, marketing and PR have the same goal, and while they have different tactics to obtain that goal, their strategies need to co-align.”

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under: 2010 International Conference: Powering PRogress, Corporate Communications and Public Relations, Marketing & Marketing Communications, PRSA Conferences, PRSA International Conference, Strategic Planning
Tags: kye+strance, marketing+public relations, prsa+conference
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Save the PR Industry: Support Traditional Media

Posted by Sharon Geltner in October 4th 2010  

Fasten your seat belts. It’s going to be a bumpy panel. That’s because, along with USA Today and the Society of Professional Journalists, we’re going to discuss dirty little secrets. Here’s one for starters:

“The dirty little secret of viral marketing campaigns on social media is: It often takes a lot of TRADITIONAL MEDIA marketing to get them started.”

That’s Donna Novitsky, the CEO of BigTent, a San Francisco social media firm for groups, revealing the truth to the New York Times’ Jane L. Levere.

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under: 2010 International Conference: Powering PRogress, Corporate Communications and Public Relations, Media Relations, PRSA Conferences, PRSA International Conference, Strategic Planning
Tags: Corporate Communications and Public Relations, Media Relations, prsa conferences, PRSA International Conference, Strategic Planning
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